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Within a quarter of a century, UK advertising has undergone a fundamental change. Around 80% of all ad spend is spent on ads delivered to their audiences via digital technologies; virtually none was in the early ‘90s. Over half of all ad spend goes to media that did not exist then. Creative approaches and techniques that are now commonplace were not then imagined.
With disruption also comes confusion – digiltalisation, digitisation, digital advertising, online advertising, internet advertising, programmatic advertising…the list goes on. These terms are used across the advertising industry, sometimes incorrectly and often with different meanings. The report will unpick some of these definitions and offer clarity where possible.
The launch of Advertising Pays 7 will take place in London in June.
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